Depok-In every corner of Bandung, there are stories waiting to be remembered. From historical traces on old streets to the glitz of modernity in the city center, Bandung is a place where memories are created and stored. Every visit is a new adventure that offers its own beauty and uniqueness. Bandung is not just a destination, but also a warm embrace that envelops the heart. This is where memories become more than just memories; they become a part of us. Welcome to #DearBandung: City of Memories, a place where every moment is a story worth remembering. This message is a campaign brought by students of the Creative Advertising study program, Vocational Education Program, Universitas Indonesia (UI) when participating in Advertising Camp 4.0 organized by TikTok and the Persatuan Perusahaan Periklanan Indonesia (P3I) and successfully won the Best Digital Strategy title.
Rafa Izzaddin Nugroho (Art Director); Muhammad Rafly Aditya Putra (Strategist); Nicholas Pares Eliano (KOL Specialist); Diva Fairuz Harianti (Social Media Specialist); and Diffa Syahrina Prastika (Social Media Specialist), who are members of the Macan Ngantuk team, participated in an online workshop for two full months throughout June-July with more than 400 participants in the competition. Then, 44 participants who passed had the opportunity to participate in an offline workshop in Bandung, including the Macan Ngantuk team.
(Photo: Pitching session of the Creative Advertising study program students)
“The opportunity to gain as much knowledge as possible from various advertising practitioners is a place to learn and network. In addition to knowledge, we are encouraged to show our ability to create a campaign as a result of learning during two years of college. The experience and network that we gained at Advertising Camp 4.0 is a special stepping stone in exploring the world of Indonesian advertising,” said Rafa, one of the representatives from the Macan Ngantuk team.
The #DearBandung campaign brought by Rafa and the team was motivated by qualitative research conducted in the Braga area with two main insights, namely gen z and millennials who are looking for tourist or hangout places with uniqueness and stories behind them. Second, they look for unique places through the search feature on the TikTok application, not just through the For Your Page (FYP) page. They built a TiTtok All-in-One account to support tourism to Bandung, starting from itineraries, transportation, accessibility, and utilizing TikTok features such as playlists, reposts, collections, and ads. Each content pillar is tailored to each audience touchpoint, such as Key Opinion Leader (KOL), FYP, and TikTok search. The content is shrouded in stories, feelings, and memories. They want to capture the sense of warmth that people have for their hometown through the content.
(Photo: Creative Advertising study program students at the Advertising Camp 40 event)
Rafa added that there were many lessons learned during the competition, from discussions with clients about briefs, audience’s truth, to campaigns that focused on the curiosity of the target market. “We combined the learning we got during the workshop with courses on campus, such as Consumer Behavior, Marketing Communication Strategy, Market Research, and others. So, we were able to create a strong message and successfully move the hearts of the audience,” said Rafa.
Deputy Director of Education, Research, and Student Affairs of UI Vocational Education Program, Deni Danial Kesa, MBA., Ph.D, said that the achievement achieved by Rafa and the team is a manifestation of the implementation of vocational learning that focuses on practice, and has benefits even before students graduate. According to him, practical learning is the main strength of the campaign project built by UI Vocational students. “UI Vocational continues to strive to present industry practitioners to provide direct teaching and experience to students. Through this learning, UI Vocational students will have competencies that are in accordance with industry needs,” concluded Deni.
